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9
TIPS TO
KEEP CASH
natural foods merchandiser
FLOWING
Click ‘n’ brick
convenience
Brick-and-mortar
strategy clicks for
web-first Foxtrot
Volume 42.01 $18 HEALTHIER
The official
publication of
PANDEMIC
PANTRIES
JANUARY/FEBRUARY 2021
NEWHOPE.COM
IN THE AISLE
The pantry
reborn
Pandemic cooking and baking revives center store and
makes over home pantries. By Adrienne Smith
T
he center store in all of our stores was busier in As the COVID-19 pandemic descended upon
2020 than it ever was in our company’s history,” the United States early last year forcing much of the
says Dean Nelson, the owner of four Dean’s country into lockdown, the ensuing shopping frenzy
Natural Food Market stores in New Jersey. This is a stark drove sales back into stores’ inner aisles as panicked
change given that just five years ago Nelson and his team consumers stocked up on shelf-stable pantry basics such
were worried that center store would be dead forever unless as grains, beans, pasta, soups, spices, baking ingredients,
they figured out a way to reinvent it. “We actually hung in condiments and more. Suddenly, typically lackluster
there with center store until 2019,” he adds, “but by 2019 we categories such as dry beans, grains and rice, for
started to see a drop off and then in 2020, it just blew up.” example, experienced a year-over-year growth
Image: Denise Johnson/Unsplash
NEWHOPE.COM JANUARY/FEBRUARY 2021 NATURAL FOODS MERCHANDISER 12
IN THE AISLE … WHAT TO STOCK
of 166.1% in March 2020, and sustained double- Ever’man Cooperative Grocery and Café stores basics—return to these “amped-up basics,” as one
digit growth through at least October, according to in Pensacola, Florida, Merchandising Manager industry expert likes to call them.
SPINS sales data for January-October 2020. Thalia Lawrence reports that finding diverse In New Jersey, Nelson has also seen clues that
Whether from fear of running out, or because sources is key. “We continue to see high demand in shopper curiosity is returning, particularly among
of actual shortages on store shelves (a self-fulfilling pantry stocking items while we struggle with out younger customers and plant-based eaters, who
prophecy), consumers began baking their own of stocks for many brands,” she says. “We sought he says tend to be more adventurous than “the
bread, planting their own vegetable gardens and options early on and bought pallet quantities traditional natural foods consumer who may be
(with many restaurants closed) cooking their own when we could find them. We also reached out to an omnivore.”
meals like they hadn’t done in years. After all, this distributors that typically service restaurants and Some of this rebounding curiosity can certainly
is a country where purchases of food consumed bars. We try to use all of the tools available to us be attributed to the fact that people are feeling
outside the home has outpaced that of food for and have also cultivated relationships with a wide more secure about being able to find what they
at-home consumption every year since 2010, variety of distributors over the years.” need—maybe not the exact brand, but at least
according to data from the USDA-Economic Dean’s Natural Food Market addressed shortages the product type—on store shelves. Another
Research Service. by having “the sales rep come in and scan our long- explanation is the much-cited pandemic fatigue
brought on by the ongoing crisis. If in April it
was more about “making do,” says Eric Pierce,
Top 5 center store categories Bottom 5 center store categories VP of Business Insights at New Hope Network,
AVERAGE 4 WK YOY AVERAGE 4 WK YOY data indicate that by November it was more
CATEGORY GROWTH JAN. 26 TO CATEGORY GROWTH JAN. 26 TO
NOV. 1, 2020 NOV. 1, 2020 about “exploring new,” with consumers actively
Shelf-stable beans 43.0%
Shelf-stable func-
4.2% experimenting with new products.
grains and dry rice tional beverages The reality is that most consumers are still
Shelf-stable pasta 40.5% Shelf-stable juices 2.1%
eating at home. Therefore, stocking center store
products that offer different or innovative takes
Shelf-stable baking mix, Shelf-stable cookies on cooking and baking staples makes it possible
38.5% 1.1%
ingredients and flour and snack bars to meet consumers’ practical needs, as well as their
Shelf-stable tea growing desire for adventure. This might mean
Shelf-stable seasonings 38.3% -0.03%
and RTD coffee products that answer the demands of certain
Shelf-stable pickles Shelf-stable dietary tribes; pack meals with nutrition and/or
37.5% -9.5%
and olives rice cakes health-promoting functional ingredients; or that
offer new and interesting flavors, textures or ways
of consuming food staples.
Now, nearly a year into this crisis, cooking term out-of-stock shelves for items and then sit
at home has become both the new American in our conference room and find substitutes and Home convenience
necessity and the new American pastime. Baking present them,” Nelson says. Of course, one of the Stores can also fulfill consumer needs by helping
in particular has boomed during this period. In biggest challenges when seeking out alternative make the cooking-at-home experience as easy
early November, 40% of consumers said they were products, Nelson adds, is that they must adhere to as possible. Lawrence believes that education is
baking more in the previous two weeks than they the same high standards upheld at his stores. a key component of this. Ever’man’s stores offer
typically did in 2019, according to a New Hope Early product shortages in conventional stores more than 70 in-person and livestreamed classes
Network NEXT Data and Insights survey. provided a natural retail silver lining as customers a month, featuring topics such as “Shopping the
These shifting consumer habits have turned into arrived seeking pantry staples unavailable elsewhere. Co-op,” which informs about the brands and recipes
sustained center store sales growth. Pantry staples Combined with the fact that consumers found in the store flier, and “Food as Medicine,”
such as shelf-stable soups and baking ingredients are prioritizing health more as the which includes instruction on making
are even defying typical seasonal buying habits, says pandemic continues, the close homemade bone broth. Lawrence
E.N. May, center store category manager of the relationship that most natural adds that the co-op is doing
three Healthy Living Market and Café locations in grocers have with their Turn to the everything it can to make meal
Vermont and New York. Sales in these categories customers presents a unique following pages for preparation easier and faster
held strong throughout the summer, when people opportunity. “We saw a for customers. In center store,
normally turn off their ovens. huge growth [in new
some different takes this translates to offering,
While 2020 was a roller coaster ride that felt customers] in both of our on center store staples “mixes, prepared sauces,
like the end must be right around the corner, existing stores,” May says. sure to inspire and— already-cooked grains in
heading into 2021 there is at least an assumption “We put a big emphasis microwavable bags, etc.”
that this will be a long(er) haul effect. Though some on hospitality here and, dare we say delight?— Many natural products
of last year’s challenges have been surmounted, once they met us, I think we even the weariest retailers have always provided
retailers should keep in mind the lessons learned converted a lot of people that great service in the form of
as they chart a path for 2021, with the hopes that hadn’t been in our stores before home cook. nutritional advice, personal
these experiences might translate to continued to shopping with us full time.” in-store experience, support of
resilience, sustained growth and even additional innovative brands and guarantees
opportunities moving into the future. Basics with a twist that consumers will find healthier and more
While customers spent last year chronically responsible products on their shelves. Now they
Shifting strategies shopping pantry staples, May predicts that this are also uniquely suited to providing consumers
One advantage that many independent natural year he might see customers who had been trying with the shopping confidence, convenience and
retailers had last year was their ability to quickly out diets such as gluten free or keto—only to drop community spirit they so desperately need in these
pivot to meet supply chain shortages. At the two them when the pandemic hit in favor of routine most-uncertain times.
13 NATURAL FOODS MERCHANDISER JANUARY/FEBRUARY 2021 NEWHOPE.COM
IN THE AISLE … WHAT TO STOCK
Beans, grains and rice
Growth in this category was off the charts at +166.1% in the four weeks ending March 22, 2020,
according to SPINS. Since then, sales have continued to enjoy sustained growth, with an average
of 43% between January and October, 2020, compared with the previous year.
4Sisters Organic Brown Rice
Owned by four sisters who grew up on
their father’s Louisiana rice farm, this
brand has stayed true to its roots—grow-
ing, harvesting, drying, milling, packag-
ing and selling its USDA Organic rice to
yield a sustainably grown, fully traceable
farm-to-table pantry staple. SRP: $5.99
Bluebird Grain Farms
Einka & French Lentils
Made at a plow-to-package organic
grain farm in Washington state, this
certified organic blend combines Einka
(einkorn wheat)—which has a low gluten
content, a rich nutrient profile and a
sweet and nutty flavor—with French len-
tils, the complementary nitrogen-fixing
rotation crop for this ancient grain.
SRP: $6.95
Maya Kaimal Perfectly Plain Organic
“Aside from baking, pasta and Surekha Rice
It takes just 90 seconds to prepare this
rice and beans continue to pouch of USDA Organic Surekha Rice,
drive things as people keep a medium-grain rice variety sourced
from hand-tended, small farms in
their pantry stocked for two southern India. The rice grains are
weeks at a time. I still think parboiled in their husks to maintain
nutrients, yielding a product with a
innovation will come back.” nutritional profile closer to that of
brown rice and a loose, firm texture.
SRP: $3.49
—E.N. MAY,
CENTER STORE CATEGORY MANAGER,
Carrington Farms Spanish Style
HEALTHY LIVING MARKET AND CAFÉ Ground Lupin Bean
Made from lupin (lupini) beans, this
zestily seasoned side dish can be pre-
pared in just 3 minutes and makes a
great alternative to rice, quinoa or cous-
cous. Not only is it gluten free, but each
40-gram serving has a whopping 16 grams
of protein and 15 grams of dietary fiber,
as well as just 1 gram of net carbs.
SRP: $4.99
Tolerant Foods Organic Wild
Mushroom Riced Red Lentil Pilaf
This USDA Organic, certified vegan and
certified gluten-free pilaf starts with
red lentil flour, which is seasoned with a
blend of mushrooms, onion, parsley and
garlic. Each serving of this plant-based
savory side has 13 grams of protein and
6 grams of dietary fiber, making it a
great dish-with-a-twist for legume lovers.
SRP: $4.99
14 NATURAL FOODS MERCHANDISER JANUARY/FEBRUARY 2021 NEWHOPE.COM
IN THE AISLE … WHAT TO STOCK
Soup and broth
Soup sales defied the typical seasonal limitations in 2020 by staying strong throughout the summer.
After an initial growth of 121.2% in March, according to SPINS, shelf-stable soup sales exited October
with an overall year-over-year growth average of 28.1% for that 10-month period.
Upton’s Naturals Chick & Noodle Soup
This vegan twist on a classic soup has all
the nostalgia of the original, but none of
the meat. Instead, generous pieces of Chick
Seitan are mixed with carrots, celery, onion,
rotini and aromatic herbs to make this
hearty soup—one of three, along with Chick
Tortilla and Italian Wedding—in this new,
shelf-stable line. SRP: $3.99
Mr. Lee’s Chicken Congee Rice Porridge
This traditional Asian porridge is the perfect
savory comfort food to tempt American
palates in need of a little adventure. Made
from a blend of healthy grains (corn, brown
rice and oats) combined with shredded
chicken breast, mushrooms, spring onions,
ginger and other clean ingredients, this
low-sugar, gluten-free, instant congee also
comes in a vegan version. SRP: $3.99
Freak Flag Organics Chicken Tortilla
Bone Broth
This savory southwestern-style bone broth
makes the perfect base for cooking or just
sipping straight. Infused with garlic, cumin,
ancho and cayenne chili peppers, onion and
lime juice, this certified organic, shelf-stable
product is also gluten free and paleo friendly.
SRP: $7.99
LonoLife Beef Bone Broth Noodle Soup
Instant bone broth turns into a meal with
this new soup cup. This hearty broth is made
from ingredients including grass-fed beef col-
lagen and dried beef, prebiotic chicory root,
egg noodles and spices, and has 20 grams of
protein per container. SRP: $4.99
Lotus Foods Spicy Kimchi Rice Ramen
Noodle Soup Cup
Take instant ramen to the next level with
this better-for-you ramen noodle soup cup
from Certified B Corporation Lotus Foods.
Spicy kimchi, shallots, tofu and a seafood
base bring on the flavor and spice, while
whole grain brown rice noodles add to
heartiness of this gluten-free, certified
organic, globally inspired soup. SRP: $3.19
Zoup! Good, Really Good Seafood Broth
Fresh lobster, shrimp and crab give this sea-
food broth its rich flavor and home-cooked
taste. Onion, garlic, salt and paprika round
out the ultra-clean ingredient list of this
gourmet soup base, which is low in calories,
non-GMO and paleo friendly with no carbs.
SRP: $6.99
16 NATURAL FOODS MERCHANDISER JANUARY/FEBRUARY 2021 NEWHOPE.COM
IN THE AISLE … WHAT TO STOCK
Baking mixes
Americans are baking again. Baking mixes, ingredients and flour experienced an average 38.5%
growth in the first 10 months of 2020, according to SPINS, but this revived American pastime
may well endure post-pandemic.
Purely Elizabeth Grain-free Protein
Bread and Muffin Mix with Collagen
This Certified B Corporation puts the functional in
traditional with this protein- and collagen-packed
bread and muffin mix that boasts 9 grams of
protein from grass-fed bovine collagen and
3 grams of added sugar. Plus, this mix is certified
gluten free and contains coconut flour, sugar, flax
and chia seeds. SRP: $6.99
Orgain Protein Pancake and Waffle Mix
– 50 Superfoods
One in a new line of three, protein-forward
pancake mixes. This certified organic
product is a must-have for a nutrient-dense
breakfast, thanks to its blend of 50(!) super-
food grains, sprouts, veggies, berries, grasses
and more. SRP: $7.99
Sweet Logic Keto-friendly
Lemon Poppy Seed Mug Cake
This fledgling brand says its keto-friendly
lemon mug cake is a particular hit in
households where only one person is on a
keto diet. Made with almond and coconut
flours, this clean-label, gluten-free cake
stands apart for its 11 grams of protein and
use of low-glycemic sugar allulose (with just a
touch of stevia), for a super pleasing sweetness.
SRP: $3.79
Good Dee’s Butter Pecan Cookie
Low Carb Baking Mix
It may be free from gluten, sugar, wheat
and soy, but this baking mix still whips up
a rich cookie in under 30 minutes thanks to
almond flour and pecans. These mixes are
sweetened with erythritol and stevia for just 2
grams of net carbs per 21-gram serving. Good
Dee's also makes a great pie crust. SRP: $11.99
Miss Jones Baking Co. Fudgy Brownie
This certified gluten-free brownie mix has
just 2 grams of net carbs per serving and a
simple ingredient list that includes blanched
almond flour and chicory root fiber. Keto fan-
favorite sweeteners erythritol and monkfruit
add to the brownies’ indulgent sweetness
and fudgy consistency. SRP: $9.99
The Amazing Chickpea Butter
Cookie Baking Mix
This brand has taken a humble legume to the
next level with its new line of roasted chickpea
flour baking mixes. With only seven simple,
allergy-safe ingredients—no nuts, gluten or
soy—the mix needs just a little added butter
to yield wonderfully nutty cookies. SRP: $4.99
18 NATURAL FOODS MERCHANDISER JANUARY/FEBRUARY 2021 NEWHOPE.COM
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